consciously incompetent, adj. The second lowest level of competence. You’re stupid and you know it. Why the Dummies and Idiots books are so popular.

kiss off, v.t. The subject line on your email from your last job interview.

texting, v. Wrds wtht vwls. (Why texting isn’t big in Hawaii.)
“Dear Students: I know when you’re texting in class. Seriously, no one just looks down at their crotch and smiles. Sincerely, Your Teacher.” – Sign posted in high school class

unconsciously incompetent, n. The lowest level of competence. You’re stupid and you don’t know it. It’s when someone asks you to name the ten Supreme Court Justices and you actually come up with ten names.

unintended consequences. Didn’t see that coming! Your mind leaving you thoughtless and alone without telling you it was going.
“Oops!” – Embarrassed presidential contender, and Texas Governor, Rick Perry with his 53-second brain freeze unable to remember one of the three federal departments he wanted to abolish in a nationally televised GOP debate

Attentionbusiness owners, sales managers, salespeople, and marketing executives: at the back of the book you’ll see a referral strategy to find new business if you’d rather not cold call.

Any writer will tell you that the first line of their work is the most important. Herman Melville’s opening line to Moby Dick has been voted the best first sentence of any novel in history by the American Book Review. The first line needs to grab your attention, create curiosity, and compel you to read the next line.

The subject line of your email is your hook. Your opening salvo determines if your email goes to spam or gets opened and read. Create and update a list of subject lines that work for you. I keep a list and continually tweak it and measure my response rate.

Next, learn how to write a good email. If you’re sending a first-time email to a new prospect or client, it should read like a movie poster. “If it looks like a quick read, rather than a major investment of time and attention, you’re likely to give it a look,” says Paul Brown, Your Attention Please. Three very short paragraphs on a first email should do it.

How do you learn to write compelling text? Take Roy H. Williams’ (The Wizard of Ads) advice – read poetry. Williams says it’s not who you reach, it’s what you say. Reading poetry shows you how to say much with little in the most creative ways.

HER CHARIOT RACED
AT EIGHTY PER
THEY HAULED AWAY
WHAT HAD BEN HUR
BURMA-SHAVE

Don’t send any attachments with your first emails. Always ask your reader for permission. And keep any graphics (signature line, company logo) small in size so you won’t clog-up the recipient’s mailbox.